A shift in audience habits highlights YouTube's evolution as a primary entertainment platform
Category: Business
In a landmark shift in the media consumption habits of global audiences, YouTube has surpassed Netflix in average daily viewing time for the first time, according to a report from Digital i. This change reflects a rise in engagement with the platform and a broader transformation in how viewers consume content across devices and demographics.
According to Digital i’s newly released report, "The YouTube Era: 2025 in Review," average daily YouTube viewing has risen significantly, marking a notable transition from mobile and desktop viewing to television screens. The report highlights that the average daily usage per YouTube account rose to 99.1 minutes in 2025, surpassing Netflix's decline to 93.4 minutes.
The data indicates a substantial shift in viewing habits, with more users opting to watch YouTube content on their TVs rather than on mobile devices. The share of YouTube viewing time on TV sets increased from 28% to 35% from January 2024 to December 2025, showing that audiences are increasingly choosing to engage with longer-form content. Concurrently, mobile viewing fell from 35% to 31% during this period.
Matt Ross, Chief Analytics Officer at Digital i, commented on this evolution, stating, "YouTube’s evolution from a social video service into a dominant global attention platform is one of the defining media shifts of the decade. Our data shows audiences increasingly treating YouTube not as social media, but as a primary entertainment destination." This sentiment is echoed by Netflix co-CEO Ted Sarandos, who remarked, "YouTube is not just cat videos anymore. YouTube is TV." This shift signifies a fundamental change in how content is consumed and valued.
YouTube's growth is broad-based but uneven across demographics. The report indicates that usage has increased across all age groups, with the 55–64 demographic showing the largest absolute gain in average daily minutes. Notably, men aged 55–64 recorded a growth rate of 15.3%. Female users across all age groups have also increased their average daily viewing year-on-year. In 2025, Gen Z remains the most engaged demographic, averaging 111 minutes of viewing per day.
Geographically, South Korea leads in total daily YouTube usage at 161.5 minutes, with France and Spain experiencing the fastest growth rates of 33.6% and 31.9%, respectively. This data spans 20 international markets, indicating a global trend in YouTube's rising popularity.
The structural differences between YouTube and Netflix are evident in their viewing patterns. In 2025, 32% of Netflix viewing time was concentrated in its top 100 titles, whereas only 6% of YouTube viewing time came from its top 100 channels. This disparity highlights the contrasting models of content consumption: streaming services like Netflix rely heavily on tentpole hits, whereas YouTube thrives on personalized content from a diverse creator ecosystem.
Digital i's U.S.-specific data shows that high reach does not always equate to high engagement. For example, niche channels on YouTube generate significantly higher average hours per account compared to many top-reaching traditional brands. This dynamic points to the changing nature of viewer loyalty and engagement in the digital age.
The findings from Digital i suggest that YouTube is a competitor to traditional media and a distribution channel for it. Netflix's official YouTube channel achieved the highest global reach in 2025, with 78.2 million unique accounts. This demonstrates how traditional media brands are leveraging YouTube for brand visibility and audience acquisition. For example, Netflix's channel features full episodes of popular shows like "Our Planet," narrated by David Attenborough, aiming to capture a wider audience through this platform.
As YouTube continues to expand into areas traditionally dominated by broadcasters and streaming services, it has secured exclusive rights to stream the Oscars, including red carpet and behind-the-scenes content, starting December 2025. This move reflects a growing trend where platforms are competing for the same audiences, with YouTube's first NFL game drawing over 17.3 million concurrent viewers, marking it as the platform's most-watched livestream.
In response, Netflix has also begun to venture into video podcasts, a format that has gained traction on YouTube. The streaming giant recently struck a deal with "The Rest Is Football," featuring prominent figures like Gary Lineker and Alan Shearer, to stream daily editions during the World Cup.
As the media industry continues to evolve, the implications of YouTube's rise are substantial. Regulatory bodies in various countries are beginning to examine YouTube's influence on local media markets, indicating a potential shift in how content is regulated and distributed. In the UK, policymakers have suggested that BBC and ITV content should be prioritized on the platform, highlighting the growing intersection between traditional media and digital platforms.
As audiences continue to redefine their viewing preferences, it is clear that YouTube's role as a primary entertainment platform will only expand. With its increasing share of viewing time and diverse content offerings, YouTube is set to challenge established streaming leaders and redefine the loyalty dynamics within the global media ecosystem.